Your landing page reflects your brand and is your chance to get new sign-ups, sales, and followers. You want to make a good impression and give your audience exactly what they want.
But what makes a good landing page? While the answer will vary slightly depending on the type of business you’re in and the outcome you want, everyone should follow a few design tips.
What is a Landing Page?
Let’s start with the basics. A landing page is an interactive webpage designed to turn anonymous visitors into quality leads. It includes a call to action such as a sign-up form or a free trial download.
When you create a digital advertising campaign, you’ll want to link it to your landing page. It’s more targeted than your homepage, and when you get it right, your brand will grow.
Your landing pages should be consistent with the theme of your brand. You should use the same colors, logo, and fonts as the rest of your website.
Successful companies know brand recognition influences customer loyalty. For example, Coca-Cola is easily recognizable with red and white, while Nike is known for its iconic tick. Brand familiarity can influence trust and purchasing decisions, so pick a style and stick to it.
1. Teach Them Something New.
When visitors come to your site, they are more likely to stay if you teach them something they don’t already know. It’s worth taking the time to share your knowledge because it shows that you’re an expert in your field.
An educational landing page can be particularly beneficial for those with eBooks, online courses, and other resources.
2. Get Customized.
The goal is to create landing pages that convert. Consider customizing it with automation, chat, and personalized forms if you’re serious about your landing page.
There are different tools available, but we like Active Campaign. It’s a platform that makes designing a landing page simple.
You get customizable templates plus it’s a drag and drop interface. Even non-designers can create something that looks professional.
You can create multiple landing pages to give your readers a unique experience and allocate consultants to follow up and secure sales.
You can also learn more about your user’s intent as soon as they arrive. For example, your business be may sell candles and candle-making supplies. Your advertising campaign could be broad, targeting anyone who searches for candles in your local area.
Your landing page could feature two options with “I want to buy candles” and “I want to make candles.”
The option they choose would lead them to their preferred shopping category.
If you want quality leads and high conversions, don’t underestimate the power of personalization.
3. Check the Page Speed.
As humans, our patience is limited. If your landing page takes too long to load, your visitors will quickly lose patience and forget that your brand ever existed.
Google has a suite of products, including Google Analytics and PageSpeed. They can help you understand why your pages aren’t as fast as they should be.
If you optimize your graphics, it can have an impact on page speed. For example, when you reduce file sizes and choose JPEG over PNG and GIF, it can improve the loading time for your pages.
Ads, auto-play videos, Java, Flash, and popups can also make your landing page slow. Make sure your code is free from errors, and update any software regularly to improve performance and security.
4. Be Mindful of Your Text.
Examples of sans serif typefaces include Arial, Montserrat, Roboto, Helvetica, and Verdana. If you’re working in Google Docs, you may even add fonts to Google Docs.
It’s not just typefaces that you need to be mindful of. Text that’s too light, too dark, or too big for your background can be a turn-off for readers. Check your alignment and make sure there are no spelling or grammatical errors.
5. Keep it Simple.
When your visitors reach your landing page, you only have a small window to get their attention. Keep content simple, show some personality, and make your message clear.
Your landing page should make sense to those who are familiar with your brand, as well as those who are visiting for the first time.
6. Reduce the Bounce Rate.
If you want your visitors to stick around and browse your site, you need to reduce the bounce rate. But how can you make your landing page more appealing and keep your audience engaged?
Install a website tracking tool like HotJar. This will give you insight into your users’ behavior. Then, have a look at the layout. Is it easy to navigate?
If you are using a pop-up form, be conscious of the design, and make sure your landing page is free from clutter. On the contrary, you can also use exit-intent popup software to show the popup only when the user is about to leave your website.
The goal of this page is to convert. You want it to be informative yet simple. Any content you use should always be relevant.
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